發(fā)布時(shí)間：2018-04-14 14:30

  本文選題：索尼 + 手機(jī)市場(chǎng)��； 參考：《山東理工大學(xué)》2014年碩士論文

【摘要】：隨著科技的發(fā)展和普及,到21世紀(jì)的13個(gè)年頭,世界上手機(jī)的使用者將要到達(dá)30億,全世界70%的人口都使用手機(jī),在歐洲發(fā)達(dá)國(guó)家?guī)缀跞珖?guó)的所有人都擁有手機(jī),而作為經(jīng)濟(jì)發(fā)展最快的中國(guó),手機(jī)的普及率和手機(jī)市場(chǎng)的發(fā)展也隨著經(jīng)濟(jì)和人民生活快速提高,手機(jī)使用率也突破了70%,用戶數(shù)量達(dá)到了9億。2012年,世界手機(jī)產(chǎn)量為12.5億,中國(guó)市場(chǎng)占據(jù)了世界總量的40%,是世界手機(jī)產(chǎn)業(yè)最活躍的地區(qū)。近幾年來(lái),手機(jī)市場(chǎng)總的格局是,原有的一線城市市場(chǎng)已經(jīng)接近飽和,但中小城市的手機(jī)市場(chǎng)還存在很大開(kāi)發(fā)空間,特別是國(guó)家對(duì)整個(gè)產(chǎn)業(yè)進(jìn)行宏觀調(diào)控,鼓勵(lì)和支持二三線城市電子通信產(chǎn)業(yè)的基礎(chǔ)設(shè)施建設(shè),擴(kuò)展電信經(jīng)營(yíng)范圍,以及城鎮(zhèn)居民收入水平提高,生活質(zhì)量迅速改善,中小城市手機(jī)市場(chǎng)需求量大增。所以各大手機(jī)廠商紛紛將市場(chǎng)開(kāi)拓目標(biāo)選伸向以二三線城市為代表的中小城市市場(chǎng),以期在之后的競(jìng)爭(zhēng)中占得先機(jī)。索尼愛(ài)立信公司2001年成立,其總部在英國(guó)倫敦,在手機(jī)市場(chǎng)上索尼愛(ài)立信與諾基亞、三星等品牌始終占據(jù)優(yōu)勢(shì),索尼愛(ài)立信的影音功能也一直為客戶所津津樂(lè)道。然而到了2007年,大量智能手機(jī)的上市使其受到了前所未有的沖擊,索尼愛(ài)立信的經(jīng)營(yíng)陷入了困境,后來(lái)索尼買(mǎi)斷愛(ài)立信在索尼愛(ài)立信公司的五成股份,并正式更名為索尼移動(dòng),之前的索尼愛(ài)立信商標(biāo)也隨之更改為"SONY"標(biāo)識(shí)。如今索尼在全球主打大中華區(qū),在2013年9月調(diào)整完架構(gòu),中國(guó)大陸、香港、臺(tái)灣三地一體,由大中華區(qū)總裁統(tǒng)管。下設(shè)銷售、市場(chǎng)、生產(chǎn)、產(chǎn)品等多個(gè)重要部門(mén),銷售部門(mén)主要是三個(gè)渠道職能劃分：銷售運(yùn)營(yíng)部、公開(kāi)市場(chǎng)部、運(yùn)營(yíng)商部門(mén)。山東團(tuán)隊(duì)隸屬于銷售運(yùn)營(yíng)部�；诖�,本文以索尼手機(jī)在山東二三級(jí)市場(chǎng)營(yíng)銷渠道策略為著眼點(diǎn),著重研究了索尼手機(jī)在山東二三級(jí)市場(chǎng)上的渠道現(xiàn)狀,在應(yīng)用SWOT分析方法進(jìn)行系統(tǒng)分析,并與國(guó)內(nèi)外其他手機(jī)廠商在山東二三級(jí)上的渠道策略進(jìn)行比較的基礎(chǔ)上,提出了索尼手機(jī)山東二三級(jí)市場(chǎng)的渠道策略。本文的主要結(jié)論是：渠道策略制定的合理和準(zhǔn)確性,對(duì)索尼手機(jī)在山東市場(chǎng)的發(fā)展具有決定性作用。
[Abstract]:With the development and popularization of science and technology, in the 13 years of the 21st century, the number of mobile phone users in the world will reach 3 billion, 70% of the world's population use mobile phones, almost everyone in developed countries in Europe has mobile phones.As the fastest growing economy in China, the penetration rate of mobile phones and the development of the mobile phone market have also increased rapidly with the economy and people's lives, and the use rate of mobile phones has also exceeded 70%, with the number of subscribers reaching 900 million. In 2012, the world production of mobile phones was 1.25 billion.The Chinese market accounts for 40 percent of the world's total and is the most active area in the world's mobile phone industry.In recent years, the overall pattern of the mobile phone market is that the original first-tier city market has been nearly saturated, but there is still a lot of room for development in the mobile phone market of small and medium-sized cities, especially the macro-control of the entire industry by the state.We will encourage and support the infrastructure construction of the electronic communication industry in the second and third tier cities, expand the scope of telecommunications business, raise the income level of urban residents, improve the quality of life rapidly, and increase the demand for mobile phones in small and medium-sized cities.Therefore, the major mobile phone manufacturers have chosen the market development target to the small and medium-sized city market represented by the second and third tier cities, in order to occupy the first opportunity in the competition after that.Sony Ericsson, founded in 2001, has its headquarters in London, UK, Sony Ericsson, Nokia, Samsung and other brands have been dominant in the mobile phone market, Sony Ericsson's audio and video features have been a favorite of customers.However, in 2007, the launch of a large number of smartphones hit it as never before, and Sony Ericsson's business was in trouble, and Sony later bought 50 percent of Ericsson's stake in Sony Ericsson and officially changed its name to Sony Mobile.Prior to Sony Ericsson trademark also changed to the "SONY" logo.Sony now dominates Greater China worldwide and completed the restructuring in September 2013, with mainland China, Hong Kong and Taiwan under the leadership of the president of Greater China.Sales, marketing, production, products and other important departments, sales department is mainly divided into three channel functions: sales operations department, open market department, operator department.Shandong team is attached to the sales operations department.Based on this, this paper focuses on the marketing channel strategy of Sony mobile phone in the second and third levels of Shandong market, and emphatically studies the current situation of the channel of Sony mobile phone in the second and third level market of Shandong Province, and makes a systematic analysis by using the SWOT analysis method.On the basis of comparing the channel strategies of other domestic and foreign mobile phone manufacturers on the second and third levels of Shandong Province, this paper puts forward the channel strategy of the second and third level market of Sony's mobile phone in Shandong Province.The main conclusion of this paper is that the rationality and accuracy of channel strategy is decisive to the development of Sony mobile phone in Shandong market.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F416.63

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 孫永杰;;為什么諾基亞沒(méi)選擇Android?[J];商界(評(píng)論);2013年01期

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本文編號(hào)：1749751